Carnaby Street Flagship SS17 / London / Stores
Focusing their London retail offering to a single location on Carnaby Street, Casio selected Double to design and build a new flagship that would physically interpret G-Shock’s brand values and surpass their previous retail offering. Casio needed a partner that could handle the entire process end to end, allowing the marketing team at G-Shock to focus on product, promotion and staffing.
The brief detailed a space that could comprehensively display G-Shock’s varied product range in such a way that appeals to a mixed demographic shopping at vastly differing price points. All bespoke fixtures, fittings and equipment were designed and engineering by Double and fitted for the space. RFID key cards operate all locks in the store, providing store staff and customers with a technically advanced user experience akin to that of Casio’s products. A premium zone exists to the rear of the store while main product lines are displayed in moveable cabinets presenting Casio with a versatile and futureproof store that can be adapted for specific collections or product launches.